Bayesian Inference in Content Strategy for stoneCIRCLE
Project OverviewClient: stoneCIRCLE
Industry: Stonemasonry, Architecture & Interiors
Objective: Elevate brand perception from a stone fabricator to a multi-disciplinary authority in stonework and design, ensuring measurable ROI from visual storytelling and digital marketing campaigns.
Challenge
stoneCIRCLE, founded in 1968, is one of the UK’s leading stonemasonry companies, blending traditional craftsmanship with advanced technology. Despite their rich heritage, five years ago, their online presence did not fully reflect their market leadership. The challenge was to create a digital identity that not only showcased their work but positioned them as a knowledge hub and trusted partner for architects, designers, and private clients.
Our Approach
We applied Space+Style™ visual storytelling and data-driven content strategy:
Website redesign: A modern, user-friendly platform showcasing projects and expertise.
Consistent digital content: Blog posts, social campaigns, and magazine adverts evolving stoneCIRCLE into a multi-disciplinary source of news and information.
Branded entertainment: Two years ago, we partnered with renowned chefs to create short films, a recipe book, and editorials filmed outdoors at the stoneCIRCLE yard. This unexpected crossover between stonemasonry and culinary arts attracted attention across industries, sparking new enquiries from professionals and private prospects.
To refine the strategy, we embedded Bayesian inference methodology into campaign testing.
Implementation
Step 1 – Prior (Initial Belief)
Our belief: visually rich, lifestyle-integrated content (like chefs cooking on stone surfaces) had a 65% chance of outperforming traditional stone project showcases in generating engagement and leads.
Step 2 – Evidence (Market Test)
We tested lifestyle storytelling against standard project-based posts:
Chef series engagement: 3x average social shares, +45% website session time.
Standard project posts: steady, professional engagement but less viral traction.
Step 3 – Posterior (Updated Belief)
After Bayesian updating, we concluded:
There is now an 88% probability that lifestyle-driven storytelling delivers higher ROI for stoneCIRCLE than traditional project showcases.
the Cook Book StoriesTo bring the CookBook project to life, we collaborated with three remarkable figures from the culinary world.
Greg Emmerson, a MasterChef UK 2018 semi-finalist, draws on his French-Ukrainian heritage, global travels, and passion for contemporary cuisine to craft dishes that blend flavour with artistry.
Lorenzo Salami, an Italian chef trained in Michelin-starred kitchens and former Royal Sous-Chef for TRH The Prince of Wales and Duchess of Cornwall, brings elegance, precision, and an international flair to every plate.
Guiding audiences through the journey, Donna Thacker, founder of Seriously Good Food and former host of Marlow FM’s acclaimed food and drink show, provided the perfect voice and presence to present the recipes and stories behind the chefs’ creations.
Together, their combined talent and passion infused CookBook with authenticity, sophistication, and irresistible culinary charm.
Results
Elevated Visibility: stoneCIRCLE now stands not just as a fabricator but as a thought leader in stone craftsmanship and design.
Increased Engagement: Blog and social channels became recognised sources of inspiration across industries.
Cross-Industry Recognition: The chef collaboration generated new B2B partnerships and direct private enquiries.
Measurable ROI: Marketing content reduced reliance on traditional advertising, saving costs while generating consistent inbound leads.
Key Takeaways for stoneCIRCLE
Your content is a sales tool, not just a story: Each film, article, or post now works as a conversion tool running 24/7.
Trust built through storytelling: Consistent narrative elevated the brand’s reputation and credibility in its sector.
Data-Backed Creative Strategy: By applying Bayesian inference, we ensured every campaign evolved with evidence, maximising value, trust, and ROI.
Final Thoughts
This long-term collaboration proves how Marco Joe Fazio Creatives transform companies into brands of influence. For StoneCIRCLE, we transitioned from portraying a workshop to crafting a multi-disciplinary narrative that combines tradition, technology, and lifestyle.
By blending Bayesian inference analytics with Space+Style™ artistry, stoneCIRCLE’s content strategy became an essential business asset—driving awareness, engagement, and growth in a competitive market.
The Craftsmen Behind the CookBook Stories
on set
Greg Emmerson // chef
Lorenzo Salami // chef
Donna Thacker // presenter
… this narrative was brought to life by our team of Convoiteurs d’Émotion:
Geena Chohan // production manager
Tara Clark // food stylist
Marco Fazio // creative lead & visual strategist
Chris Lewis // director of photography
Ben Large // drone pilot
Wayne Maurice Smith // assistant camera
Charlie Relph // gaffer
Alice Ball // best boy
Michele Caruso // sound mixer
… a big thank you to all craftsmen at stoneCIRCLE and their directors, Jeff and Steve Vanhinsbergh, for their support and trust in our creative vision and marketing strategies
Ready to Transform Your Brand Story?
At Marco Joe Fazio Creatives, we don’t just capture visuals; we design digital communication assets that become measurable business tools. Just as we helped stoneCIRCLE grow from a fabricator into a multi-disciplinary authority, we can elevate your brand with data-backed storytelling that inspires, engages, and converts.
Let’s create content that doesn’t just look beautiful, but works beautifully for your business.